Porsche Q1 sales performance and 2021 plans for the brand
Exclusive interview with: Dr Manfred Braeunl, Chief Executive Officer of Porsche Middle East and Africa FZE
Porsche Q1 sales performance and 2021 plans for the b
Exclusive interview with: Dr Manfred Braeunl, Chief Executive Officer of Porsche Middle East and Africa FZE
- Congratulations Dr. Braeunl for an amazing achievement. How did you buck the trend in first quarter?
Our excellent Q1 performance can be attributed to a range of factors. With our recently introduced new models, such as the all-electric Taycan as well as the latest Panamera, we have further enhanced our attractive product offering, the backbone of any strong company.
Following the easing of strict pandemic-related measures, we have also noticed that buyer confidence is returning to the premium luxury car market. Many people have come out of this difficult time with the desire to fulfil a life-long dream and enjoy life here and now. With more than 70 years’ experience of building exclusive and high-quality sports cars, owning a Porsche is the dream for many people.
In addition, our importers have worked diligently during the past months focusing on the introduction of new measures to attract buyers and showcasing our expanding model range.
All these factors combined saw us recording the best first quarter order intake in six years and the largest quarterly order bank since 2015.
- COVID presented a challenge to most companies and in particular the luxury segment. How did Porsche overcome this?
2020 saw us face one of our most difficult periods to date and I would be lying if I said the Covid-19 pandemic wasn’t a huge test for us. It made us rethink the way we live, work and interconnect with one another. We got through it by creating a flexible and innovative approach across all areas of business and finding ways how to steer our importers out of lockdowns successfully. We have successfully manifested a corporate culture where flexibility and innovation are expected, change is accepted and flexible working systems have become the norm. This is the kind of pioneering thinking that keeps us excited about what we expect will be a rewarding 2021.
- What made the Porsche Macan stand out in terms of the volume?
To put it simply, it’s a car that appeals to an extremely wide demographic. It’s a compact SUV with outstanding driving dynamics, combined with the agility and responsiveness of a true sports car. Drivers are constantly demanding more versatility from their vehicles and this is exactly what the Macan offers. It offers drivers a unique set of performance options while boasting a spacious interior.
- The first all-electric car, the Taycan. How do you see the market demand for electric cars and what would be the unique selling proposition vs. competition?
The appetite for electric vehicles is growing in line with the quickly expanding product offering. Verified by a strong retail performance and even more considerable order intake, our first all-electric car, the Taycan, has been received extremely well across the region. We now want to build on this early success and plan on doing so with the newly released rear-wheel drive Taycan, along with the Taycan Cross Turismo.
With the Taycan, we have created a sportscar that links our heritage to the future with typical Porsche performance and everyday usability, combined with cutting-edge innovations of Porsche E-Performance. Thanks to the low centre of gravity and the low drag co-efficient, the Taycan feels like a Porsche in every sense, true to the badge on its bonnet. The Turbo S is among the most powerful production models in the Porsche range, generating 761 PS and accelerating from 0 to 100 km/h in just 2.8 seconds.
The Taycan is the world’s first electric production vehicle ever powered by 800 volts rather than 400. This is a particular advantage when high-power charging access is available, allowing exceptionally short charging times. It is also the first electric vehicle in the world that features a two-speed transmission, allowing for breath-taking acceleration and unrivalled continuous maximum speed. Overall, the Taycan has 27 technological innovations, of which 13 are world firsts. All of this has contributed to receiving over 50 international awards since its market launch last year.
- What should we expect in the coming few months?
Just recently we have introduced the new Panamera, our performance saloon, and expanded the Taycan range with the rear-wheel drive derivative. Sales for the new 911 GT3 have started and we are now looking forward to the arrival of the new Taycan Cross Turismo with an enlarged rear luggage compartment and even more spacious interior. When it comes to the retail network, our importers are continuing to enhance the customer experience with showroom upgrades and new facilities, with projects to be finalized in Saudi Arabia and India in the coming months.
- Should we expect similar growth during Q2 and beyond in the Middle East?
We have a strong order bank and exciting products but we continue to face restrictions in some of our markets due to the ongoing pandemic. We see a growing interest from customers and prospects and know our importers are continuously developing new campaigns and measures to reach them. We remain cautiously optimistic when it comes to our annual results. Q1 has proven that we are on the right track.
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This article was previously published on UAE Moments.To see the original article, click here